ANTONY
SHEPHERD
The Challenge
Dubizzle needed a campaign that didn’t just sell features, but connected with people arriving in Dubai and navigating the city for the first time. The challenge was to position the brand as the go-to guide for every need — whether it’s a car, a home, or even a pet — while staying true to its values of community and responsibility.
The Plan
Newcomers and residents in Dubai needed a simple, trusted way to buy and sell everything from homes and cars to mobile phones and even pets. While dubizzle already had the platform, the brand needed a campaign that was memorable, engaging, and relevant to a youthful, social media-savvy audience. The challenge was to make Dubizzle feel not just useful, but part of the culture.
The Execution
Delivered in close collaboration with the founder, the project became an ongoing partnership focused on building a brand capable of scaling without losing its personality. Acting as both creative lead and strategic advisor, I helped translate the business vision into a cohesive ecosystem of products, experiences, and communications.
The execution encompassed over 60 SKUs, multiple sub-ranges, retail environments, delivery assets, kiosks, vehicle livery, merchandise, and marketing campaigns. Every touchpoint was carefully considered to ensure a consistent brand experience, creating a flexible foundation that continues to support Desert Chill's growth and expansion.
From Identity to Activation and Campaign Rollouts with Heart
Case Studies
New brand? Big campaign? Need a creative eye on it all?
Here’s how I can help you move things forward — no fluff, just results.
DESERT CHILL
The Success
10
New locations across UAE
From food trucks and mall kiosks to permanent retail spaces, Desert Chill expanded its physical footprint across the UAE, bringing its products closer to communities through high-traffic hubs and branded customer experiences.
5 Contries
Global expansion (Franchise)
The brand’s franchising model launched successfully, establishing a presence in 5 countries across Asia and Africa. Each international location reflects the core brand system, adapted with local relevance and cultural nuance.
60 New Items
Products Launched Since 2023
More than 60 new SKUs were launched, including ice cream bars, cones, pints, lollies, mochi, and milkshakes. Each product was part of a broader shift from service to product-led growth, driving shelf appeal and brand equity.
Brand Colabs
Exciting brand collaborations
Desert Chill partnered with iconic names like Ford, DHL, and Louis Vuitton, alongside hotel groups and luxury venues across the Middle East. These collaborations helped elevate the brand’s presence, spark seasonal activations, and position Desert Chill as a culturally relevant name in both retail and lifestyle spaces.